Field notes, not content marketing
Google Analytics, explained by the people who implement it
Articles and guides from GA4 implementation and audit work. The QA section holds the canonical fixes for common GA4 problems, the use cases show what a clean property buys you.
Fundamentals
GA4 vs Universal Analytics: What's the Difference?
The core differences between Google Analytics 4 and Universal Analytics, from data models to session definitions.
Read →Reporting
How to Use Google Analytics Data to Improve SEO
Which GA4 metrics and events inform a search strategy, and how to read them.
Read →Guide
How to Set Up GA4 (Step by Step Guide)
From creating the property to configuring the Google Tag Manager tags, in order.
Read →QA
GA4 QA: canonical fixes for common problems
Twenty-one answered questions from implementation work.
Browse →Use cases
What a clean GA4 property buys you
Ten outcomes, in plain KPIs.
Browse →Get a free, scored audit of your GA4 property
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